Fifth-generation Idaho farmer Aaron Smith sees protein trends and GLP-1 drugs as his farm’s key survival strategy this year.
Low grain prices, rising fuel costs, and tariff pressures squeeze margins, pushing growers toward alternative, high-demand crops.
Pulses, including peas, lentils, and chickpeas, benefit from expanding interest in protein-enriched foods beyond traditional meat sources.
Food innovation accelerates, with brands adding pea protein to cereals, snacks, and beverages targeting health-conscious consumers.
U.S. yellow pea acreage has grown 55% in 15 years, while domestic consumption rises sharply amid declining exports.
Montana farmer McKade Mahlen reports losses on wheat but expects positive returns from lentils, highlighting a clear crop advantage.
Pulses reduce fertilizer needs and improve soil health, offering cost efficiency as farmers navigate volatile input prices.
Despite booming demand, nutrition experts warn protein consumption already exceeds needs, questioning the long-term sustainability of this trend.
